The Study Of Brand Preference In The Economy Car Market

With the development of national economy, the continuing rise of people’s livingstandards and oil prices, the economy car market increasingly active in the country,consumers have more opportunities to choose their own preferred one in a number ofbrands. Therefore, the formation and reason of consumer brand preference are of greatsignificance to economy car production enterprises. To explore key factors and pathaffecting brand preference become the main purpose of this study.First, We review the literatures of consumer brand preference after reading a lot ofstudies. Based on the model of Sha Yang in2002and Czellar、Palazzo in2004, webuild the factor model for consumer brand preference. The hypothesis are pointedfrom the physical properties of the product, the external environment, brand valueappealing people. Namely, these are the brand value of the attractiveness, perfectproduct physical properties, a favorable external environment positively impact onconsumers’ brand preferences. At the same time, we further propose the hypothesisbetween the physical properties of the product、the external environment and thebrand value of the attractive. Namely, there is positive correlation between productphysical properties and brand values; there is positive correlation between externalenvironment and brand values. Also, brand values play a intermediary role betweenproduct physical properties、external environment and brand preference.Then, according to the previous scale, we make the initial questionnaire. Then theyare issued and modified through the analysis of small sample questionnaire. We getthe formal questionnaire through the validity and reliability analysis. Use the collecteddata to make the factor analysis, correlation analysis, regression analysis to verify thevarious hypotheses. The main conclusions are as follows:(1) the externalenvironment, the physical attributes of the product have a significant positiveinfluence on the brand value of the attractiveness;(2) there are differences betweenfactors. That is, the physical properties of the product of have the most significantinfluence, followed by the brand value of the attractiveness, and finally the externalenvironment. Also brand values play a important intermediary role between productphysical properties、external environment and brand preference.Based on these findings, we propose the suggestions on how to build consumer brand preference in the economy car market:(1) for the physical attributes, ensure tooptimize the basic physical properties and composition, so that we can enhance thepositive effect of the physical properties of the product.(2) for the brand value of theattractiveness, we should communicate the brand personality and brand value to meetthe need of the target customer.(3) for the external environment, make a clear themeof the marketing strategy and make use of the favorable national policy to enhance theconsumer’s brand preference.